CURITIBA: Luis Suarez risks losing lucrative commercial deals following his bite on a World Cup opponent, with poker brand 888 saying on Wednesday it was reviewing its sponsorship agreement with him.

Uruguay's Suarez, who plays for Liverpool in the English Premier League, became one of the online gambling company's brand ambassadors last month.

Suarez also has an endorsement deal with German sportswear company Adidas who have so far not commented on his behaviour. He has also been advertising the Beats headphones worn by many of the world's top players.

Football's governing body FIFA has opened an investigation after Suarez bit Italy defender Giorgio Chiellini on the shoulder during his country's 1-0 win on Tuesday.

Suarez, twice previously banned for biting, looks likely to be hit with another lengthy suspension despite escaping punishment during the match.

“Following the allegations made against Luis Suarez in regards to his behaviour during Uruguay's World Cup match against Italy, 888poker is seriously reviewing its relationship with the player as we will not tolerate any unsporting behaviour,” 888poker said in a statement on Wednesday.

The company displayed the statement prominently on its website on Wednesday, above earlier content praising Suarez for his “extraordinary” achievements in football.

Sponsors include termination clauses in contracts that they can use if an athlete brings a brand into disrepute.